It starts with a story. A story told over time. It continues with honesty and integrity. Let people know what you stand for. They will quickly feel a connection. You’ll build an audience of people who love what you do because when you make something good people want to stick around.
Written by Lee Schneider, founder of Red Cup Agency
Why do I produce podcasts?
Since I started this company in 2010, I’ve collaborated with clients on storytelling for many projects, like podcast production orders, book launches that involved getting clients booked on podcasts, and creating podcasts for educators seeking bigger platforms. Using storytelling in all those podcast projects brought clients closer to their audiences over time. Telling a story over time makes you more discoverable online. You have a bigger online persona and a bigger footprint.
There is a deep reason why storytelling works. It’s how we get to know each other. It’s how we connect. It’s the shorthand we use to figure out if we are in the right room talking to the right people.
For more than thirty years, I've worked in so many storytelling formats, from short stories to plays, screenplays, teleplays, novels, and now podcasting. I've seen my work on the stage, on the screen, and published. After all that, I've chosen podcasting as my primary means of expression. I love the informality of it, and the intimacy of the human voice, and the simplicity of podcast production. Similar to writing a novel, you must rely on your audience's imagination. Building that trust is thrilling to me.
Podcasting is unique among all of those media because it can hold your attention like nothing else. "Captive ears" is the buzzphrase. People remember podcasts, they tend to listen all the way through a podcast series, episode after episode, they feel the ads on podcasts are relevant to them.
Now it’s more important than ever to tell stories online.
For the last few years, online marketing has depended heavily upon advertising that uses surveillance marketing. This kind of marketing means that Facebook, Google, and other platforms are collecting data about you to display targeted ads that follow you around on the Internet. Facebook has a history of misusing the data it collects, compromising your personal data. I’ve stopped using Facebook or Google ads. I’ve deleted my Facebook account. Until (and if) Facebook and other surveillance marketers clean up their act, I won’t go near their ad platforms. In taking this position, I’m not perfect, by the way. I still use Instagram, which is owned by Facebook. I post client videos we make to YouTube, which is owned by Google. (But I prefer posting to Vimeo, which doesn’t employ the same surveillance practices as Google.) I publish books on Amazon.
Some things we don't do.
Red Cup doesn’t run cold email campaigns. We don’t buy fans on Twitter. We don’t use marketing automation. In past years, I’ve tried all of those techniques. They work for a while, but they are pretty obnoxious and do not build an honest connection with your audience. It’s better to create media that expresses who you are, that informs your audience, opens their heart, makes them laugh, or helps them find more people like themselves. People remember things like that.
The true business of Red Cup.
Red Cup is in the business of helping people remember things. We help people remember you and make your mission top of mind. The best way to do both is to make something good that unrolls a story over time.
Let’s make something together and I think you’ll see what I mean.